The Growing Power of Internet-Driven Public Relations
By Alan Caruba
Many people don't realize the extent to which public
relations has increased its influence since the growth
the Internet. This influence continues to grow as does
the popularity and utility of the Internet itself. Literally
millions of new web sites are added every month, and
they represent the most extraordinary way to target
your audience.
Today's journalists, radio and television news producers
and editors all prefer to receive news via e-mail and
to instantly access web sites to secure the facts. The
pressures of a 24/7 news cycle require such access and
one's own site. Dedicated sites provide credibility
to individuals, profit and non-profit organizations
by staying up to date with news and commentary on issues
and events that affect them. News and opinion sites
have become independently influential, often breaking
stories that are then picked up by the mainstream press.
Examples of such sites include:
- Yearbook.com - instantly puts journalists in touch
with experts on thousands of topics.
- CNSnews.com - specializes in news from a conservative
point of view, routinely both breaks and makes news.
- Salon.Com - offers a more liberal point of view
with relevant news and opinion pieces.
Growth of Media Outlets
There has also been growth of mainstream print and broadcast
media outlets, literally numbering in the tens of thousands.
While daily newspapers have lost circulation, they still
remain viable and all maintain their own web sites.
New magazines seem to debut every week. Talk radio is
enjoying a burst of success undreamed of only a decade
ago. The choice of network and cable television programs
provides still more public relations outlets.
The success of a public-relations program comes as
the result of carefully targeting those Internet and
mainstream media outlets that reach an intended audience
and/or market. In that manner, the message can successfully
compete amidst the deluge of news and commentary from
which to choose. Every enterprise must have its own
dedicated web site. It is the key element in public
relations today.
Timing is Essential
There are still "slow news" days and knowing
when to provide less than earthshaking news can yield
dividends. A sense of humor helps as well, plus the
willingness to be creative in coming up with programs
that will generate coverage. It helps to be lucky and
not bump up against some breaking news event that will
preclude yours. It is also useful to be realistic and
realize that not everyone is waiting to hear or read
your news.
You must be absolutely relentless in putting your news
into the stream that flows 24/7. Even if it does not
always receive coverage, it does place your company
name, organization, product, service or issue in front
of editors and reporters, giving it credibility the
next time it shows up on their computer monitor. There
is always a breakthrough point that initiates routine
coverage. It can often take from six months to a year
for "a new face" to begin to make progress.
This must be accompanied with virtually instant response
to any media inquiry. The more accessible you are, the
more action you get!
Clients of mine have received a call before noon and
been on major television news programs by 5 PM the same
day. Even I have found myself doing live radio simply
because I picked up the phone! My weekly commentaries
routinely reach a potential audience of millions of
readers.
Getting Out the Message
The real power of public relations lies in a consistent
effort, accessibility and knowing where to "place"
the story. That is why it has developed into a profession
in its own right. It is also the difference between
a web site that is designed to deliver that news up
front and to provide ease of navigation to supportive,
archived data. These days, there are plenty of skilled
talent that design web sites.
While advertising is a guarantor of getting your message
where you want it, public relations is the "background
music" that supports and augments it.
Abraham Lincoln said it best. "Public sentiment
is everything. With it nothing can fail. Without it
nothing can succeed."
Because of the huge role the media plays in our lives,
public relations have gained in importance. No business,
profession, organization, products, services nor advocacy
of any kind can succeed without the implementation of
public relations supported by an effective Internet
site.
The Caruba Organization was founded by Alan Caruba in
the mid-1970s. Its Internet site is www.caruba.com
and provides a free "PR Hotline" to answer
questions. It is one of four he maintains for his diverse
activities.
Discuss this topic with other IABC members at: www.iabc.com/memberspeak.
|
